With new ad, Exide Life Insurance aims to be viewers' partner in life's journey

Exide Life Insurance has has launched its first advertising and marketing campaign following its recent rebranding from the erstwhile ING Vysya Life Insurance. In its new avatar, the brand’s focus is on the long term and speaks about how Exide Life Insurance helps customers prepare financially for a long and happy life.

Keeping in line with the brand essence, Law & Kenneth | Saatchi & Saatchi has created a new campaign which revolves around a simple insight - to ensure your journey of life is a happy one, you need someone known by your side. The company has a new logo and brand identity as well.

Commenting on the brand identity and campaign, Kshitij Jain, managing director and CEO, Exide Life Insurance said, “Exide is a very well-known name across India and has the positive brand association of trust and long lasting that are extremely relevant to the life insurance category. We are a top 5 player in our traditional home markets in the South and are confident that our new brand identity ‘Exide Life Insurance’ will help us replicate this successs nationally.”

The film begins with a man travelling by himself in a state transport bus. Suddenly, he sees his friend get into the same bus and his face lights up. He feels reassured. What follows is a montage of difficult, every day situations, where having a trusted person around makes things easier - whether it’s a friend rescuing another in the rain or a mother helping her daughter after delivering a baby. The VO says that life’s long journeys seem easier when there is a person you know accompanying one along the way. In the end, the VO introduces Exide Life Insurance, the erstwhile ING Life Insurance.

Watch the film here:

Speaking about the campaign, Anil Nair, CEO, Law & Kenneth | Saatchi & Saatchi said, “The biggest journey any of us undertake in life is the journey of life itself. And with each generation, this journey is getting longer. And as with every other journey, when there’s someone you know by your side, all the travails become so much easier to overcome. That was the simple insight behind the campaign.”

Apart from TV, the campaign will be employing out-of-home and digital media as touchpoints.

Credits

Client: Exide Life Insurance Company Limited

Agency: Law & Kenneth | Saatchi & Saatchi

Creative team: Charles Victor, Saurabh Nayampalli, Arpana Mehta

Client servicing: Avinash Shenoy, Amogh Kanade, Murtuza Barbhaiwala

Agency producer: Vijay Vigamal

Production house: The Big Picture Company

Director: Sabal Singh Sheikhawat

Producer: Rakesh Dubey

Executive producer: Rajesh Thanickan

Director of photography: Rakesh Haridas

Post producer: Vijay Yadav

Editor: Sebastian Narsing

Music director: Uday

Colorist: Sebastian Narsing